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epoq Personalization Experience Day 2021, with the motto "Boost, Lead & Close the Loop" (#epoqPXD21)
One year after the successful completion of our first epoq Personalization Experience Day, it was time to "save the date" again this year. On September 16, 2021, the time had finally come and the epoq Personalization Experience Day 2021 (#epoqPXD21) entered its second round. This time, it featured not only best practices and exclusive insider knowledge from shop operators and e-commerce experts on the topic of personalization, but also the motto "Boost, Lead & Close the Loop." Here is a brief review.
Here's what you can expect to find in this blog article:
Keynote on personalization
Best Practices | Boost your Shopping Sites: Using personalization on different shop pages
Live Demo | How to prepare your product catalog for personalization
Best Practices | Lead to the Checkout: Designing an intuitive and personalized user experience
How-to | Digital returns management: How to use personalization and which fallback strategy makes sense
Best Practices | Close the Loop: Using personalization in after-sales to bring customers back to the shop
Expert Talk: Must-haves in online shops – is personalization one of them?
Raffle: What's behind "Boost, Lead & Close the Loop"?
Post-event atmosphere
Conclusion: Best practices and insider knowledge with added value
First of all, we would like to thank everyone who made the online conference possible and the epoq Personalization Experience Day 2021—sponsored by Hoker one, t3n, HighText Verlag, and enzo.loco —so unique. Thank you to the speakers who shared their best practices and exclusive insider knowledge with us in line with the motto "Boost, Lead & Close the Loop." But of course, a big thank you also goes to our numerous participants who not only listened but also asked lots of questions!
At 9:00 a.m. sharp, the moment had finally arrived: #epoqPXD21 was live! After a brief introduction by our epoq presenters, who were all sitting in really stylish offices (thanks to the green screen), we got started right away. This was immediately followed by the first exciting presentation on the topic of personalization.
The epoq moderators warmly welcomed the participants to the epoq Personalization Experience Day 2021.
Keynote on personalization
At the start of the epoq Personalization Experience Day 2021, our CEO Thorsten gave a keynote speech on the current state of personalization in e-commerce and what the future holds. On the one hand, he took a closer look at the positive developments in e-commerce, taking into account current trends such as increasing digitalization and the outbreak of the COVID-19 pandemic. On the other hand, he also highlighted the associated challenges, such as the increasing flood of digital information and the change in customer loyalty tools for shop operators. One thing is certain: nowadays, the digital component alone is no longer enough – keyword: individualization.
Best Practices | Boost your Shopping Sites: Using personalization on different store pages
Immediately afterwards, the discussion continued with various best practices on how personalization can be used in a targeted manner on shop websites. Timo von Görtz explained which pages a shop customer visits on the way to checkout and shared his experience on which of these pages personalization works best.
Fabian from babymarkt.de then went into more detail about the product detail page. He first explained how personalization is generally used on the product detail page, and then explained how it can be used for sold-out products or zero-hit pages.
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Finally, Martin from dasistweb presented personalization from an agency perspective. He discussed the advantages this brings for both shop operators and shop customers, and where personalization actually makes sense.
The speakers in this slot reported on the application of personalization on various shop websites.
Live Demo | How to prepare your product catalog for personalization
After a quick coffee, the next slot began. Rainer from epoq kicked things off. He showed how product catalogs often look wrong and demonstrated how they should ideally look. Building on this, Stephanie (also from epoq) provided ideas on how the product catalog can be improved. She showed various steps that also improve the user experience for shop customers. Niklas from hmmh also agreed that product data is extremely important. He explained how a PIM system can be used to manage this data in order to create a good sales area in the online shop.
Best Practices | Lead to the Checkout: Designing intuitive and personalized user guidance
After a well-deserved lunch break, the topic of optimizing user guidance was explored in greater depth in this presentation. Artur from Y1 began by listing important elements of user guidance. Among other things, he gave tips on how shop operators can ensure clarity and provide orientation for customers. He discussed topics such as navigation and level structure, links, and various filter options.
Marco from mobilezone then presented the various ways in which customers can be guided to the right product. He discussed the path from the home page and listing page to the relevant product detail page, highlighting elements that support customers along the way. Philipp from Streetbuzz revisited the path from the search to the product detail page and explained the various steps that a shop customer goes through in more detail. He showed how personalization can shorten the path to the product detail page and reduce the risk of bounce.
The speakers in this slot presented their vision of the ideal user experience in an online shop.
How-to | Digital returns management: How to use personalization and which fallback strategy makes sense
Thorsten from epoq and Lena from Sendcloud provided information on the topic of digital returns management and the challenges associated with it. Thorsten began by explaining how personalization can be used in digital returns management to reduce the returns rate or avoid returns altogether. How exactly this works was explained using the example of the blouse advisor at Eterna. This use case illustrated how online retailers use a digital advisory process to guide their customers step by step to the potentially right, relevant products.
The presentation continued with what needs to be considered if a return actually occurs. Lena provided input on returns processing and explained how shop operators can handle them efficiently and which fallback strategy makes sense. One strategy, for example, would be to use a returns portal that makes returns processing as efficient as possible through package pre-registration or process automation.
Best Practices | Close the Loop: Bringing customers back to the store with personalization in after-sales
The final presentation of this year's epoq Personalization Experience Day focused on how personalization can also be used in after-sales to increase shop traffic. Sebastian from ROSE Bikes provided insights into how online retailers can tie in with the respective onsite customer journey of the customer through personalized newsletters with individual recommendations or inspiration.
Lydia from TUI also provided information about dynamic pricing in newsletters and explained how it can be adjusted. Finally, Stefan from artegic discussed the relevance of personalized transactional emails in email marketing. He explained how transactional emails can be used for service, cross-selling, upselling, and opt-in acquisition.
Stay up to date on personalization: Sign up for the Epoq newsletter. Register now!
The speakers in this slot provided tips on how personalization can be used in after-sales.
Expert Talk: Must-haves in online shops – is personalization one of them?
An expert talk was also a must at the end of the epoq Personalization Experience Day 2021. Here, as Stephan so aptly put it, the metaphorical tie knot was loosened once again and colleagues talked shop. Everyone was invited to share their knowledge and discuss whether personalization is really a must-have for online shops.
The experts discussed, for example, how important personalization is for completing a purchase, how profitable personalization actually is in online shops, and what the most important lessons learned in e-commerce are.
E-commerce experts discussed the topic "Must-haves in online shops – is personalization one of them?"
Prize draw: What is behind "Boost, Lead & Close the Loop"?
In addition to the online conference, this year's competition also ran at the same time. Of course, this was also in line with the motto "Boost, Lead & Close the Loop." In terms of personalization in e-commerce, Boost can refer to personalization on shop pages, Lead to intuitive or personalized user guidance, and Close the Loop to personalization as a measure to bring shop customers back to the online shop even after they have made a purchase. But do you know what this could mean in everyday working life?
That was what our participants had to figure out. In keeping with the theme, we created a box containing various products that could be associated with the three terms. We also prepared a reel that was posted on our social media channels. There, participants could puzzle over the question and share their ideas with us. Only those who had the correct answer could win. At the end of the event, three participants received an #epoqPXD21 box.
Are you curious about what's behind "Boost, Lead & Close the Loop"? Then take a look at our reveal reel.
post-event atmosphere
As the saying goes, "After the PXD is before the PXD." But we think we deserve a short break first! After the successful epoq Personalization Experience Day 2021 and the positive feedback, we raised a glass together and ended the day in a relaxed atmosphere.
Conclusion: Best practices and insider knowledge with added value
An eventful day has come to an end. We had great speakers and industry experts who shared their best practices and insider knowledge with us and the participants. The numerous participants not only listened passively, but also actively asked questions. We would like to say "thank you" to everyone and look forward to seeing you again next year for the epoq Personalization Experience Day 2022.
Nadine Roth
Online Marketing Manager - Social, Email & EventsYou are currently viewing placeholder content from HubSpot. To access the actual content, click the button below. Please note that doing so will result in data being shared with third-party providers.
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